Barbie is back and, with a blockbuster feature film on the way, the brand is set to grow even further.

It’s never been a better time for companies to partner with Mattel in further growing the brand and making it truly immortal. For, as Mattel president and COO Richard Dickson said in his keynote speech to mark the opening of Brand Licensing Europe: “Barbie isn’t just having a moment, she’s making the moment with no intention of slowing down.”

Dickson outlined the brand’s storied history, and its revival in fortunes from the nadir of 2014, as well as its efforts to make Barbie fit for purpose in today’s world; more inclusive and representative.

The company set about developing a playbook that concentrated on four elements to revive Barbie’s fortunes – brand purpose, design-led innovation, cultural relevance and executional excellence.
The result? Barbie is, he said, the number one global toy property, doubling Barbie’s toy business in the past seven years.

Dickson said: “Pioneered by Barbie, the Mattel Playbook is the heat behind her brilliant turnaround and a blueprint that’s now re-energising brands across our portfolio.”
Last year, Barbie became not just the number one in dolls sales worldwide, she was also the number one global toy property. Mattel believes that with the Warner-distributed film already making waves well ahead of its 2023 release, the brand is poised to grow even further.
“Now, as thrilled as we are that Barbie is on top again, we’re not stopping there,” he concluded.
“There has never been a better time to partner with Mattel. Because as powerful as Barbie is today, you ain’t seen nothin’ yet.”

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